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Ready.Shop.Go., though it sounds like lack of creativity. That is the site you need to go the next time you are looking for new set of wheels from Ford. The automaker wants you to shop for your next ride from this site, and stop going to Amazon or visit your local car dealers.

The site was live in the Midwest, U.S.A by Monday this week, and the American vehicle manufacturer says it plans to roll it out across all the markets in the United States by the end of 2018. So far, the site has run in beta across five states including Ohio.

We’ve taken elements from the sales process… and put those online,” says Chris Thornton, Ford’s retail network experience manager.

Ready.Shop.Go.Thornton further said that shoppers can shop for their next Ford ride in record time, as the tedious process of visiting the car lot is eliminated from the purchasing process. However, you will still need to visit your local dealership for some paperwork and arrange the delivery and pick-up of your new ride.

Having to visit the dealership for some paperwork sucks, it would have been much better if, by some few mouse clicks on your computer or few screen taps on your smartphone or tablet, you get your ride pulling up in front of your doors.

Ready.Shop.Go. Features

When you visit the site, you can search through multiple Ford vehicle inventory. See their price and lock in a price. A price lock will only be valid for 48 hours from the time you initially locked it.READY.SHOP.GO

There is also the option of applying for financing, check trade-in deals, sign a lease, and schedule a test drive.

The site is targeting millennial

Ford’s new website is targeting the impatient generation (aka dotcom generation) the millennials who want everything done yesterday, if not that then right now! This generation has no patience with drawn-out sales pitches and lengthy explanations about incentives and pricing. They can get all that information by themselves online, and if they can do that, then they might as well go ahead to make their order or not. There is nothing a sales pitch will tell them that will significantly change their mind.

Though Thornton says, the site is for everyone, “whether you’re 20 years old or 65, it’s a very intuitive experience.”

Ford’s Ready. Shop. Go. is coming up against veteran vehicle e-commerce platforms like TrueCar, Carmax, and Carvana. Though this site will exclusively deal with Ford cars, and would likely attract Ford brand loyalist drivers. It will not be the ideal site if, say, you’re considering buying either the Ford Fiesta or the Honda Fit; this is not a comparison shop for other vehicles except those manufactured by Ford.

All that is now missing from the site is an AI salesperson (bot) to guide users through the purchase process.

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